A new brand identity that underscores our approach to B2B marketing — always customized, never templated
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You’ve spent hours researching, drafting and polishing your copy. Mechanically, it’s perfect – it has a compelling headline, great structure and absolutely no typos, misspellings or grammatical faux pas.
But when the piece is published, it goes over like a hunk of Kobe beef at a vegan cooking class. Instead of moving audiences to action, it increases awareness without inspiring readers to take the logical next step, at least not right now.
So what went wrong? The problem could be that your beautifully crafted copy failed to create a sense of urgency with readers.
Urgency is the engine that drives quality writing. It doesn’t matter whether you’re writing a print ad, a white paper or a crime novel – readers need to be motivated to either continue reading or to make a conversion action.
In brand-conscious marketing and PR writing, the challenge is to create a sense of urgency without relying on the kind of cheesy “act now and get two for the price of one” messaging that audiences expect from infomercial pitchmen.
When it’s done right, effective copywriting respects the brand while subtly pushing audiences toward targeted actions. Here’s how . . .